particular brand. According to Jennifer Aaker’s Five Dimensions of Brand Personality‚ the five brand personality traits are sincerity‚ excitement‚ competence‚ sophistication and ruggedness. Pampers Brand Personality Pampers exudes sincerity as it establishes itself as a down-to-earth‚ honest‚ wholesome and cheerful brand. It lives up to such an image by putting its sincerity to actions in several ways‚ from product design‚ user-friendliness to its willingness to respond to customers’ feedback.
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LECTURE 1: What is Marketing? Evolution of Marketing: Product OrientationSalesConsumerCompetitorCRMValue (brand equity) 5 C’s (Strategic) * Company * Customers * Competitors * Collaborators * Context 4 P’s (Tactical- “marketing mix”) * Product * Promotion * Price * Place LECTURE 2: Customer Behavior Consumer Decision Making Process: Adoption Process (of new concepts that do not rely on previous purchases) (textbook): AwarenessInterestEvaluationTrialDecision
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Table of Contents |Contents |Page number | |Introduction |2 | |Part A - Psychological |2-4 | |Part B - Product
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Title : ‘The Impact of Colour on Consumer Buying Decision’ Abstract This paper describes a study in the Marketing Psychological Influences on the Buying Decision Process. Especially how colour can make influence in the Consumer Buying Decision. Colour can dramatically affect moods‚ feelings and emotions. It is a powerful communication tool and can be used to signal action‚ influence mood and cause psychological reactions. Building on Grice’s (1975)theory of “conventional implicature”‚ the consumers
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Jack Link’s Beef Jerky Going Hip and Healthy Introduction The Jack Link’s Beef Jerky Company‚ founded in the 1880’s‚ is a producer of dried meat snacks that prides itself in the distribution of convenient‚ high-quality snack foods. Jack Link’s Beef Jerky is the fastest growing meat snack manufacturer in the world and sells more than 100 different meat snack products in more than forty countries. According to the company’s mission statement‚ this family-run business basis its principles and
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Brand Concept Formulation: Jaques of London Balmoral Croquet Set Brand Concept Elements and Parameter Descriptions Brand Name: Jaques of London Balmoral Croquet Set 1. Category strategy element - Placement: Jaques boasts their authenticity by priding themselves in offering the world’s finest and largest range of Croquet Equipment available. Jaques invented the game of Croquet‚ introducing it to the world in 1851‚ and have been making Croquet sets of the highest quality ever since. Expansion:
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Strategic Brand Management Final Study Guide Entire Book‚ but focus on Chpt 8-15 Reading: The Anatomy of Buzz- How to Create Word of Marketing- (Has taken significance due to 3 reasons: noise‚ information overload‚ skepticism-don’t believe message from companies and connectivity-internet). Takes a network approach. The importance of Buzz depends on the 1. Nature of your product (paperclips vs. movies) 2. The people that you’re trying to reach (younger people are more influenced by peers) 3
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MKTG 2910 Consumer Behavior – SP12 Final Exam Review Sheet (Rev. 5.12) NOTE: Be familiar with/understand these terms and concepts for final exam. Chapter 1 Why marketers study CB: Marketers who understand CB put out better products that are mutually beneficial in value to the customer and the firm. The firm can only build value by understanding what leads to high-value. Qualitative Research: Discovery that is gathered in a relatively unstructured way (ie: interviews case analysis focus groups)
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CONTENT Executive Summary ------------------------------------------------------- 3 1.0 Introduction ------------------------------------------------------- 4 2.1 The Research Problem ------------------------------------------------------- 4 2.2 Limitations ------------------------------------------------------- 4 2.3 Sources & Methods Of Data Collections ------------------------------------------------- 5 2.4 Report Organization -------------------------------------------------------
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Table of Contents Appendices 1 1. Background 3 1.1 Company 3 1.2 Market 3 1.3 Competition 4 2. Brand analysis 4 2.1 Brand attitude 4 2.1.1 The Rossiter-Percy grid 5 2.2 Brand identity 5 2.2.1 Brand Name 6 2.2.2 Packaging 7 2.2.3 Identity Prism 8 2.2.3 Brand personality 9 3. Positioning 10 3.1 Possible positioning statements 11 3.1.1 Comparisons 12 3.1.2 Contrast between two statements 12 4. Celebrity endorsement 13 4.1 David Beckham and
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